search engine optimisation
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SEO Masterclass
1Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 1
Of Penguins, Pandas &
Hummingbirds
The Changing Face of Search
SEO Masterclass
2Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 2
Web Marketing is a Marathon
There are NO quick wins!
SEO Masterclass
3Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 3
Are you measuring?
SEO Masterclass
4Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 4
• How many visitors does your site attract?
• What do they do whilst they are there
– How many pages do they look at?
– How long do they spend on the site?
– How does this compare against the targets set for the site?
– How many conversions occur?• Sales
• Email contact
• Subscription
SEO Masterclass
5Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 5
Google Analytics
SEO Masterclass
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Traffic Sources
SEO Masterclass
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Webmaster – www.google.com/webmaster
SEO Masterclass
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Of Penguins, Pandas &
Hummingbirds
The Changing Face of Search
SEO Masterclass
9Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 9
What IS SEO?
SEO Masterclass
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Andy Poulton
SEO is the discipline of ensuring a web site is
“Search Engine Friendly” in order to move the
site higher in the Search Engine Results Pages
[SERPs] without losing sight of the intended
target audience, the customer.
What IS SEO?
SEO Masterclass
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The Problem
SEO Masterclass
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SEO Masterclass
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80% of web users use Search Engines
90% use Google
50% of users go beyond page 1
10% of users venture past page 2
SEO Masterclass
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SEO Masterclass
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What’s the big secret?
Do the right things right
and
get the right results
There Isn’t one!
SEO Masterclass
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So Andy –
Are you going to tell us how to get to
in Google?
SEO Masterclass
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Are you registered?
SEO Masterclass
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www.mybusiness.co.uk
www.mybusiness.co.uk
SEO Masterclass
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www.google.com/submityourcontent/website-owner/
SEO Masterclass
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How do Search Engines Work?
• Search Engines use Spiders to discover and explore sites
• Search Engines rank web sites against own unique criteria
• Sites can be optimised if criteria understood
• These criteria are NOT fixed !
SEO Masterclass
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So Andy –
Are you going to tell us how to get to
in Google?
SEO Masterclass
22Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 22
Probably the most important
content on your web site
SEO Masterclass
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Choosing Keywords
• Think like a customer
• Think laterally
• Brainstorm Keywords
• Ask everyone
• Use tools such as
SEMRush
KeywordSpy
KeywordEye
SEO Masterclass
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KeywordSpy
SEMRush
SEO Masterclass
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Home
Page
Searches Services
Page
Searches
Keywords Keyword 1 25,000 Keyword 5 14,000
Keyword 2 19,756 Keyword 6 12,000
Keyword 3 10,000 Keyword 7 7,589
Keyword 4 3,756 Keyword 8 3,569
Keyword Spreadsheet
SEO Masterclass
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Where do they go?
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Where to place Keywords
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Where to place Keywords
SEO Masterclass
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Hummingbird – how it works and what it means
Previously on Google
Hotel
Swimming pool
Majorca
With Hummingbird
Hotel
Swimming pool
Majorca
SEO Masterclass
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Hummingbird – how it works and what it means
Hummingbird means Google understands
your whole search
not just the individual words
SEO Masterclass
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Hummingbird – how it works and what it means
You have to ensure that your keywords are
grouped in the same way that people may
use them when searching.
“Scattering” them across the page is no-
longer good enough
SEO Masterclass
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Writing great content
• Think about the message you want to convey
• List the features that you want to include
• Convert those features in to benefits
• Write the content – without thought to keywords
SEO Masterclass
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Writing great content
• Read out-loud
• Edit
• Incorporate your keywords
• Cut the word count in half
SEO Masterclass
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Ernest Hemingway’s Top 5 Tips for Writing Well
SEO Masterclass
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Always use short sentences
Rule No. 1
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Use short 1st paragraphs
Rule No. 2
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Use vigorous English
Rule No. 3
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“Vigorous English is muscular, forceful. Vigorous English
comes from passion, focus and intention.
It’s the difference between putting in a good effort and
TRYING to move a boulder… and actually sweating, grunting,
straining your muscles to the point of exhaustion… and
MOVING the freaking thing!”
David Garfinkel
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Be positive, not negative
Rule No. 4
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Only use the gold
Rule No. 5
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“I write one page of masterpiece to ninety-one pages of shit,” Hemingway confided to F. Scott Fitzgerald in 1934.
“I try to put the shit in the wastebasket.”
SEO Masterclass
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HTML Title
• about 80 characters
• 3 or 4 keywords
• Make each page title relevant to each particular page
Where to place Keywords
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Where to place Keywords
SEO Masterclass
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Where to place KeywordsMeta Description Tag – aka “Snippet”
– Limit to around 150 characters
– Use on every page
– Customise for each page
SEO Masterclass
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Meta Description Tag – aka “Snippet”
SEO Masterclass
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Alternative Attribute – aka Alt Tag
– Every Image needs one
– Build Keyword Count
– Comply with Disability Discrimination Act - Accessibility
Where to place Keywords
SEO Masterclass
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Alternative Attribute – aka Alt Tag
SEO Masterclass
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HTML page name
www.bristolitcompany.com/seo-seminar
– Images
seo-seminar.jpg
• Use keywords for Text Links [Anchor Text]
Name files with keywords
Where to place Keywords
SEO Masterclass
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A “Virtual” Highlighter for the Search Engines
Header Tags <H1> </H1>
<H1> For IT support, app and software development in
Bristol and the South West…</H1>
Where to place Keywords
SEO Masterclass
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• Page Content
• HTML Page Title
• Meta Page Description
• File / Image Names
• ALT Attributes
• Header Tags
• Navigation Link Anchor Text
• URLs
Where to place Keywords – A summary
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What Else Counts?
Backlinks
SEO Masterclass
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Backlinks
link:www.thecompetition.co.uk
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Backlinks
SEO Masterclass
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Backlinks
SEO Masterclass
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What Else Counts?
Google will measure your site based on “relevance”
• The number of times it is clicked in a search
• Where is the site hosted?
• How fast the pages open
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Domain Name
• Does it include any Keywords?
• How long ago was it registered
• How long is it registered for?
What Else Counts?
SEO Masterclass
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What has Changed?
Google Panda
SEO Masterclass
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What is Google Panda?
• Change to the way Google evaluates sites
• 1 poor page could impact whole website
• Rolled out February 2011
• Updated April 2012
• Updated September 2012
• Updated January 2013
• Updated July 2013
SEO Masterclass
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• Focus on Quality Content
• Human reviews train AI on good/bad sites
• Site design
• Trustworthiness
• Quality/valuable non spammy content
• Not “over optimised”
• Speed
• Would they return to the site
What is Google Panda?
SEO Masterclass
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• Only use ORIGINAL content
• Ensure content adds value
• Content should be visitor focussed
• Don’t overuse keywords/phrases
• Quality Check ALL pages
• Add fresh content regularly
Don’t get caught out
SEO Masterclass
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What has Changed?
SEO Masterclass
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What is Google Penguin?
• Change to the way Google evaluates sites
• 1 poor page could impact whole website
• Rolled out April 2012
• Updated May 2012
• Updated October 2012
• Updated May 2013
SEO Masterclass
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• Focus on Quality Backlinks
• Links from Quality sites – OK
• Links from relevant sites – OK
• Links from bad territory = Poison
• Links from Article Marketing = potential poison
What is Google Penguin?
SEO Masterclass
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• Evaluate ALL backlinks [Google Webmaster]
• Request removal from suspicious sites
• Use Disavow Tool if request fails
• Build links from quality sites
Don’t get caught out
SEO Masterclass
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Remember
Your web site is for your
CLIENTS
not the search engines
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www.google.com/places
SEO Masterclass
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SEO Masterclass
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So Andy –
Are you going to tell us how to get to
in Google?
SEO Masterclass
70Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 70
Probably the
greatest marketing opportunityknown!
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SEO Masterclass
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Pay per Clickaka PPC, Adwords, Sponsored Links
Google Adwords 25 characters max
Check out Google Advertising 35 characters max
Get Started Today 35 Characters max
www.google.co.uk Home page URL
www.google.co.uk/adwords Where the click lands
SEO Masterclass
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Pay per Click – How it works
1st ad on page
Bid 30p per click
Pay 5p
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Pay per Click – How it works
1st ad on page
Bid 30p per click
Pay 8p
2nd ad on page
Bid 20p per click
Pay 5p
SEO Masterclass
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Pay per Click – How it works
1st ad on page
Bid 30p per click
Pay 8p
2nd ad on page
Bid 20p per click
Pay 5p
3rd ad on page
Bid 50p per click
Pay 11p
SEO Masterclass
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The genius that is CTR
CTR = Click Through Ratio
= the % of Clicks against Impressions
Impressions (number of time your ad is displayed)
Clicks (number of times your ad is clicked on)
1% is so-so to OK
2% is OK
3% and above is doing well
SEO Masterclass
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Pay per Click – How it works
CTR 1.5%
1.5 x 30p = 45
Pay 8p
CTR 3%
3 x bid 20p = 60
Pay 5p
CTR 0.5%
0.5 x bid 50p = 25
Pay 11p
The impact of Quality
Score
SEO Masterclass
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So how can we
improve
the CTR?
SEO Masterclass
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Pay per Click – Champion & Challenger
53% 1085 22,849 4.75%
47% 476 20,262 2.35%
SEO Masterclass
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So how can we
improve
the Quality Score?
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Improving Quality Score
• Use negative keywords
• Experiment with keyword match options
• Ensure keywords feature on landing pages
• Direct keywords to relevant pages
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• Blogging
• Video Marketing
• Social Media
• Email Marketing
• Viral Marketing
• Location based marketing
• Smartphone apps
• Article Marketing
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What’s Next?
• Critically assess your site
• Research keywords thoroughly
• Ensure your keywords are in the right places
• Monitor performance
Google Webmaster Tools www.google.com/webmasterGoogle Analytics www.google.com/analytics
• Continually monitor your site’s ranking and make improvementswhere possible
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Find mewww.enterprise-oms.co.uk
andy@enterprise-oms.co.uk
Follow me Twitter @andypoulton
Linkedin AndyPoulton
Phone me01793 23 80 20
07966 547 146
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